The “Junk Drawer” Evolution: Disrupting a Multi-Billion Dollar Battery Industry
The "Junk Drawer" Evolution: Disrupting a Multi-Billion Dollar Battery Industry For decades, the household battery aisle has looked exactly the same: rows of plastic blister packs housing heavy-metal cylinders destined for a junk drawer, then a landfill. However, a quiet revolution is taking place in the consumer power sector. Founded by Canadian sisters Jaclyn Byles and Jessica Jenkins, Better Battery Co. (BBCo) is turning a traditionally rigid, utilitarian category into a model for modern sustainability. The brand recently solidified its position as a major market disruptor by winning the prestigious 2026 Sustainability and Innovation Award from Canadian Business. The 15-Billion Battery Problem Global consumers throw away billions of alkaline batteries every single year, generating massive amounts of hazardous
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